Audi Korea on course for strong rebound with robust EV sales

Audi Korea's Q4 e-tron electric SUV / Courtesy of Audi Korea

Audi Korea is on a path to reclaim its old glory with solid sales of its electric vehicle (EV) lineups, marking a surprising turnaround after the luxury carmaker suffered years of sluggish performance in the market.

According to data from the Korea Automobile Importers & Distributors Association (KAIDA), Audi Korea’s total auto sales soared by 36.27 percent to 4,910 vehicles in the first half of this year.

Two strategic models — the Q4 e-tron electric SUV and the A6 sedan — led the sales rebound. The Q4 e-tron in particular topped Audi Korea's lineup, with 1,178 sold during the same period.

Audi Korea is moving to introduce more EV models to solidify its position and regain its luster here. The carmaker began sales of the Q6 e-tron EV in March to boost its overall sales growth. The vehicle has yet to match the popularity of the Q4 e-tron, but it serves as additional profit driver, recording 218 vehicles sold between March and June.

The carmaker is also ready to start sales of its A6 e-tron electric sedan in the third quarter. Audi Korea expects the electric version of its symbolic flagship sedan to help extend its EV winning streak. The A6 was once one of the most sought-after imported luxury sedans by Korean customers.

Once regarded as one of the "big three" German luxury carmakers in Korea, along with Mercedes-Benz and BMW, Audi Korea saw its reputation rapidly decline after 2017, when its brand image was severely damaged by involvement in the so-called dieselgate emissions scandal.

Last year, Audi Korea sold fewer than 10,000 vehicles here — its lowest number since 2017. The gradual sales fall was mainly attributable to its lack of new vehicles.

However, Audi Korea is set to launch a total of 16 new vehicles this year alone in a desperate bid to revive its sales momentum in the lucrative Korean luxury auto market.

“Audi Korea’s robust EV sales performance is noteworthy in this period of EV chasm before their mass adoption,” an industry official said. “The carmaker is widely expected to expand its EV sales in the latter half with the upcoming launch of the A6 e-tron.”